Here we go again. It’s already the end of 2021, which means it’s time to dig into the web analytics and stats and compile lists of “top content” from the year. These lists contain the year’s most viewed posts and most listened-to podcast episodes. It excludes any blog posts or podcast episodes from prior to […]
Brand architecture
Our top content of 2020
Taking a look at the analytics and stats, I’ve compiled some lists of “top content of 2020”—i.e., most viewed or listened to. Unlike last year‘s, this year’s lists feature the content that received the most clicks or plays within 2020, irrespective of when it was created. Of course, that means some of the most recent […]
Definition of ingredient brand (What is an ingredient brand?)
An ingredient brand is a brand presented as a component, feature, or element of another brand or branded offering.
Our top content from 2019
Taking a look at the analytics and stats, I’ve compiled some lists of “top content from 2019″—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
Facebook’s corporate rebrand (Best of the Web)
You probably saw the news about Facebook’s corporate rebrand: On November 4, 2019, Facebook announced its “new company brand,” which it created in efforts “to be clearer about the products that come from Facebook.” This decision has corporate brand strategy implications, as well as brand architecture and design implications. Reactions to the move have been […]
How storms are named, and the benefits of a naming system
We’re just weeks away from the official beginning of Atlantic storm season. Along with tropical storms and hurricanes, we can expect a handful of the perennial articles about how storms are named. You probably already know the basic naming system: Hurricanes are named with alternating male and female names, organized alphabetically and starting over […]
Brand architecture beyond house of brands and branded house
For the last year, I’ve been teaching a Brand Strategy Workshop at General Assembly. The three-hour class covers basic definitions and a range of brand-related topics like market research, brand positioning, and naming. Given the time constraint, I can only dedicate about five slides to brand architecture—barely enough to cover the basics of what’s arguably the most complex […]
Definition of brand architecture (What is brand architecture?)
Brand architecture is how a set of brands relate to one another.
